Apple Confirms Sept. 12 Product Launch at New Headquarters

The company is expected to unveil three iPhones and a new Apple Watch at the annual showcase

Tripp Mickle

Apple Inc. on Thursday confirmed plans to hold its annual product launch event on Sept. 12 at its new headquarters, making it the inaugural public showcase at the $5 billion campus.

The announcement, confirming an article Monday in The Wall Street Journal, formally sets the stage for the unveiling of a new iPhone model loaded with features like facial-recognition technology and wireless charging. High expectations for that device have helped fuel a surge in Apple’s stock price this year, capped by a nearly 10% run in August.